Sales of bubble gum suffered tremendously from devaluation of the local currency over the review period. The presence of bubble gum in Egypt was minimal, which was due to devaluation and also restrictions on imported products that further decreased the variety on offer.
Cadbury Egypt Group For Foods industries started to produce smaller pack sizes for its sugar-free chewing gum Trident towards the end of the review period, as the availability of small pack sizes for its other brands of Chiclets and Clorets had resulted in these being more popular than Trident. By this move, the company manage to widen the distribution channels for Trident and reach a broader customer base.
There is still room for growth of gum in Egypt. Local producers still have the chance to penetrate the category and make use of the newly issued investment law.
Cadbury Egypt Group For Foods industries continued to lead gum in 2018 with its brands Clorets, Trident and Chiclets. The company dominates modern trade through its regular pack sizes.
Since devaluation of the local currency, Egyptian producers have benefited from campaigns encouraging local products. These campaigns included TV advertisements raising awareness among consumers of the benefits of buying Egyptian products, involving offers and promotions on local products in major supermarkets, fairs and exhibitions for local producers and TV shows showcasing Egyptian brands.
Mint and watermelon are the leading flavours within gum in Egypt. Regular flavours/formats such as strawberry and mastic are facing strong competition from new flavours such as Tutti Frutti and tropical fruits.
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This industry report originates from Passport, our Packaged Food market research database.